Abstract Attachment, originally studied in psychological literature, represents the emotional bond between a person and a specific figure. In a wider perspective, attachment goes beyond relations between individuals and affects the relationships consumers form with objects around them, such as products, preferred things, celebrities, and, most of all, brands. As those who are closely attached to a person are more disposed to commit themselves, to invest in and make sacrifices for that person, similarly, attachment to a brand can reveal consumers' loyalty and will to make financial sacrifices in order to get that product. Besides an emotional component, characterized by the dimensions of affection, passion and connection (emotional attachment), and a material component, which is connected with possessiveness, nongenerosity and envy (material attachment), brand attachment can also have a spiritual dimension, a bond consisting, on the one hand, in repetitive behaviors (purchase habits) and adherence to shared values and, on the other, in the appreciation of hedonic features in purchases, connected with the reliable recognition of their being far‐sighted, which is a delight to talk of and diffuse (fervid attachment).